SANTA CRUZ DE TENERIFE, March 6 (EUROPA PRESS) –
Tenerife returns to the ITB in Berlin, which will be held from March 7 to 9, with the aim of attracting young, active and conscientious travelers whom the destination wants to inspire with its extensive multi-experience proposal.
The president of the Cabildo de Tenerife, Pedro Martín, pointed out that Tenerife will attend this fair “with the aim of presenting the destination’s new strategy, strengthening digital and sustainable tourism development, and collecting first-hand trends and changes in the market once the effects of the pandemic have been left behind”.
In this sense, he assured that “in recent years we have been working with the German market to avoid excessive dependence on the United Kingdom. We have multiplied by five the investment in promotion and improvement of connectivity since 2019 and that has caused the numbers to have gone up and that, in general, this winter is being good”.
In line with the above, the island president valued the recovery of German tourism and highlighted that “the daily spending of the German traveler on the island has increased by 20 percent compared to 2019, despite the fact that the visitor numbers continue being a little lower than before the pandemic”. In addition, “traveler loyalty has been improved. In fact, almost 62 percent of the German visitors who visited Tenerife in 2022 had already been on the island,” added Pedro Martín.
For her part, the insular director of Tourism, Laura Castro, announced that “at the German fair the island will promote its character as a destination for nature and outdoor activities in which to enjoy unique gastronomy, heritage and climate.” In this regard, he recalled that “he is one of the most active tourists on the island, whose main motivation when choosing Tenerife to spend his holidays is to explore and get to know the island in depth, which is why it is essential that we continue to expand our promotional actions and influencing the diversity and richness of our offer”.
Together with Laura Castro, the CEO of Tenerife Tourism, David Pérez, will attend the ITB, explaining that they will hold close to 40 professional meetings with tour operators, travel agency networks and airlines such as TUI, DERTouristik, Schauinsland, FTI, Amadeus, Lufthansa, HolidayCheck, Secret Escape, itravel or Journaway.
“We want to continue collaborating with the sector and the airlines in joint actions that reflect the paradigm shift of the destination and its strategy and, above all, have a first-hand assessment of the upcoming summer campaign,” he added.
The Tenerife delegation at the fair will also be made up of representatives of the town councils of Arona, Adeje, Puerto de la Cruz and Santiago del Teide and the Ashotel employers’ association, as well as some thirty associates of Turismo de Tenerife.
The island will take advantage of its assistance to the ITB to expand its promotion through the German media present at the tourist event by issuing promotional messages and interviews with the Tenerife representatives on different German television and radio stations. In the case of television, Sonnenklar TV will broadcast three live programs (one per fair day) from the Tenerife stand, with a total reach of close to one million viewers.
From FVW TravelTalk TV, a professional tourism medium, an interview will be carried out and a promotional video of the island will be shown, in addition to giving visibility to this content on its social networks, with a reach of more than 130,000 people. BluePlanet TV, a travel and trends programme, will also broadcast a special on the ITB with an interview and content from the island that can be seen on different regional German channels, and which will reach around 1.3 million viewers.
Radio Holiday and Radio Frankfurt will also conduct an interview at the island’s stand for its more than one million listeners; as well as the specialized journalist Rüdiger Edelmann for his special ITB program, which has close to 200,000 followers.
IN FIGURES
In 2022, 666,318 German visitors arrived in Tenerife, which is 69.4 percent more than in 2022 and 10.2 percent less than in 2019. The island also received 27.2 percent of all German tourism that arrived in the Canary Islands, a quota that exceeds that registered in 2019 (25.3%).
With regard to connectivity, Tenerife maintained connections with 20 German airports through 11 airline groups in 2022 and registered a regular air capacity of 705,000 seats, 54 percent more than in 2021. The forecast for 2023 is estimated at some 738,845 places, 4.7 percent more than in 2022.
The German tourist who arrived on the island in 2022 had an average family income of around 59,000 euros, which is 6.6 percent more income than those who arrived in 2019. An upward trend that is also reflected in daily spending on the island, which was 20 percent higher than in 2019.
He is a visitor who also increases his accommodation in five-star establishments and whose level of satisfaction with the island’s offer stands at 8.77 out of 10.
